For the first time in more than a decade, Launceston’s iconic James Boag’s Brewery has released a new beer.
Wild Rivers is a light lager with pine and hop flavours, and took between six and seven months to perfect, James Boag brewery manager Nathan Calman said.
“It’s a refreshing style lager with a clean, crisp finish: very approachable and something you can have more than one of,” he said.
“We saw a gap in the marketplace, and we thought, why couldn’t it be filled by Boag’s? There was a need for that sort of modern Australian style premium lager, so we jumped at the opportunity and ran with it really.
“We think it’ll be a huge success, but that will be in the minds and mouths of consumers.”
It was launched at the brewery August 31 at a function held by James Boag’s parent company Lion Beer and Tourism Tasmania, where Tourism Northern Tasmania chief executive Chris Griffin said the new brew would put the region in the spotlight.
“Everybody knows that Boag’s and Northern Tasmania are completely inseparable,” he said.
“We’re pretty confident that most of the 1.3 million people who come to Tasmania every year have a beer in their hand at some point.”
The James Boag’s company began in Launceston in 1881, and currently produces seven varieties including the new Wild Rivers. Thirty six million litres of beer a year come out of the Launceston plant, which employs about 65 people.
Wild Rivers is available from James Boag’s Brewery on the Esplanade now, and will be rolled out nationwide through Dan Murphy’s and BWS mid-September, as well as through a number of independent Tasmanian suppliers.